Dr Oetker ads target grown-up cake lovers

Dr Oetker is aiming to broaden the appeal of its baking and cake decorating range with a new ad campaign featuring a young couple.

The £3m push kicks off on 9 February with a TV ad that shows the pair trying to outdo each other in creating the fanciest cupcake.

The company is also running press ads and social media activity, and at the end of February is launching a Facebook contest inviting consumers to upload cupcake pictures for the chance to win a trip to New York.